Meet The New P Diddy

Diddy aka Sean CombsPuff Daddy, Puffy, P Diddy - just when you thought the Bling King had settled on his moniker, he goes and changes it.

Now it's Diddy, and don't forget it: "One word, five letters. Period," the man himself says. 

So why the identity crisis? To make things more simple... and because he can.

Diddy told the New York Post: "I noticed people were uncomfortable when I'd first meet them, and they'd ask me what they should call me." 

Talking to Radio 1 about working on his next album, Diddy, real name Sean Combs, said he would be unveiling a new side to his persona to go with the new tag.

Coldplay's Chris Martin"I will be playing a character, there will be something a little eccentric, a little bit different, something we'll be able to have fun with... Something I think that's missing in music right now."

The rap mogul will make a high profile appearance with his new ID as host of the 2005 MTV Video Music Awards on August 28th.

Speaking to MTV News he said, "It's a battle of the bands. Let's not sugarcoat it.

"When I perform on the awards, I'm trying to decapitate anything before or after me, let it be known who I am. Coldplay want to do that to 50 (Cent). 50 wants to do that to Green Day."

Crikey.